Since the release of our first edition in 2009, ASI’s Ad Impressions Study has stood as the industry’s definitive report on the effectiveness of promo products. It’s no different with our just-released 2023 version. The full study, which is available to download for free, features nearly 200 individual graphics that can be downloaded and used in presentations, emails and social media posts. The findings in the study include:
• Number of impressions over a product’s lifetime
• Cost per impression
• Longevity of products
• Preferred methods of advertising by age bracket and geographic region
• Popularity of Made-in-USA and sustainable products
• Positive impact on the advertiser’s business
This year’s study is based on new data that was collected in the fourth quarter of 2022 using surveys of nearly 25,000 consumers. (Be sure to also check our searchable infographics library, which includes the ability to browse past findings by product, region, gender and more.)
Here, we present our Ad Impressions findings using product snapshots that deliver detailed information such as the number of impressions, region where it’s most influential, and the percentage of consumers who would be more likely to do business with an advertiser that gave them a logoed item. No matter which item you look at, it’s easy to see that promotional products deliver serious bang for anyone’s marketing buck.
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The 2023 Ad Impressions Study – Product Snapshots
Hover over the images to see must-have info for the most popular products in promo.
Drinkware
- 3,162 impressions over its lifetime
- 63% of consumers would keep and use for at least one year
- More influential in the Southeast, Midwest and Pacific than any other region
- 30% of consumers would be more likely to do business with an advertiser that gave them logoed drinkware
- Cost per impression for a $10 insulated travel mug: 1/3 of a cent
Outerwear/
Fleece
- 7,856 impressions over its lifetime
- 61% of consumers would keep and wear for at least two years
- More influential in the Northeast than any other region
- 41% of consumers would be more likely to do business with an advertiser that gave them logoed outerwear or fleece
- Cost per impression for a $30 half-zip fleece: less than 1/2 of a cent
Umbrellas
- 1,760 impressions over its lifetime
- 54% of consumers would keep and use for at least two years
- More influential in the Northeast than any other region
- 36% of consumers would be more likely to do business with an advertiser that gave them a logoed umbrella
- Cost per impression for a $10 travel umbrella: about 1/2 of a cent
T-Shirts
- 5,053 impressions over its lifetime
- 47% of consumers would keep and wear for at least two years
- More influential in the Southeast than any other region
- 37% of consumers would be more likely to do business with an advertiser that gave them a logoed T-shirt
- Cost per impression for a super-soft $10 T-shirt: 1/5 of a cent
Power Banks
- 870 impressions over its lifetime
- 51% of consumers would keep and use for at least two years
- More influential in the Southeast than any other region
- 40% of consumers would be more likely to do business with an advertiser that gave them a logoed power bank
- Cost per impression for an $8 power bank: just under 1 cent
Polo Shirts
- 2,106 impressions over its lifetime
- 62% of consumers would keep and wear for at least one year
- More influential in the Southeast and Southwest than any other region
- 29% of consumers would be more likely to do business with an advertiser that gave them a logoed polo shirt
- Cost per impression for a $15 cotton polo: under 1 cent
Bags
- 1,940 impressions over its lifetime
- 43% of consumers would keep and use for at least two years
- More influential in the Southeast than any other region
- 26% of consumers would be more likely to do business with an advertiser that gave them a logoed bag
- Cost per impression for a $2 non-woven tote bag: only 1/10 of a cent
Performance Wear
- 2,336 impressions over its lifetime
- 59% of consumers would keep and wear for at least one year
- More influential in the Southwest than any other region
- 41% of consumers would be more likely to do business with an advertiser that gave them logoed performance wear
- Cost per impression for a $20 moisture-wicking performance polo: less than 1 cent
USB Drives
- 851 impressions over its lifetime
- 44% of consumers would keep and use for at least one year
- More influential in the Northeast than any other region
- 31% of consumers would be more likely to do business with an advertiser that gave them a logoed USB drive
- Cost per impression for a 1GB USB flash drive: near ½ of a cent
Desk Accessories
- 2,314 impressions over its lifetime
- 58% of consumers would keep and use for at least one year
- More influential in the Southeast than any other region
- 24% of consumers would be more likely to do business with an advertiser that gave them a logoed desk accessory
- Cost per impression for a $10 desk accessory: less than ½ of a cent
Headwear
- 3,380 impressions over its lifetime
- 56% of consumers would keep and wear for at least one year
- More influential in the Northeast than any other region
- 20% of consumers would be more likely to do business with an advertiser that gave them logoed headwear
- Cost per impression for an $8 baseball cap: less than 1/4 of a cent
Writing Instruments
- 2,436 impressions over its lifetime
- 52% of consumers would keep and use for at least one year
- More influential in the Southeast than any other region
- 30% of consumers would be more likely to do business with an advertiser that gave them a logoed writing instrument
- Cost per impression for a $1 metal pen: less than 1/10 of a cent
Calendars
- 673 impressions over its lifetime
- 62% of consumers would keep and use for at least one year
- More influential in the Northeast than any other region
- 25% of consumers would be more likely to do business with an advertiser that gave them a logoed calendar
- Cost per impression for a 12-month wall calendar that costs $10: 1.5 cents
Health Products
- 640 impressions over its lifetime
- 36% of consumers would keep and use for at least one year
- More influential in the Northeast than any other region
- 26% of consumers would be more likely to do business with an advertiser that gave them a logoed health product
- Cost per impression for a $5 travel health and safety kit: 1 cent
Did You Know?
- Promo is U.S. consumers’ favorite form of advertising.
- (Rank of Advertising Preference)
- 1. Promotional Products
- 2. Radio
- 3. Newspaper
- 4. Television
- 5. Magazine
- 6. Mobile
- 7. Internet